Wherever they live, consumers respond well to innovation. Whether shopping in a developed market grocer or in an emerging market traditional stall – they have an appetite for new ideas and stand-out products. We therefore maintain high levels of consumer interest with selected innovation focused on delivering to a consumer need that enhances everyday life and creates moments of delight. Tailoring our offerings to specific geographies also means we are able to directly address local needs and tastes.
Our relatively small geographic footprint gives us a deeper understanding of our regional and local markets than our competitors. This enables us to forge close ties with digital commerce partners, retailers, and active distributors – and helps secure their ongoing loyalty to PZ Cussons brands.
Early recognition of trends, our external partnerships to develop innovation, and our smaller size means we can bring products to market faster than our competitors. We also identify opportunities that larger competitors would not necessarily spot – and exploit those market niches that they decide against.